Brand safety targeting in Display & Video 360 (DV360) is a set of features and settings that advertisers can use to ensure that their ads are displayed in a safe and appropriate online environment. It helps protect a brand's reputation by preventing ads from appearing alongside content that is potentially harmful, offensive, or non-brand-aligned. Here's an explanation of brand safety targeting in DV360 with an example campaign:
Brand Safety Targeting Features in DV360:
Content Categories: DV360 allows advertisers to exclude specific content categories or topics where they do not want their ads to appear. For example, you can choose to avoid content related to sensitive topics like violence, hate speech, or controversial political issues.
Sensitive Content Exclusion: Advertisers can opt to exclude content that may be considered sensitive, such as content related to drugs, alcohol, or adult themes.
Keyword Blocking: DV360 enables advertisers to block specific keywords or phrases. This helps prevent ads from appearing on pages that contain those keywords, ensuring brand safety.
Site Lists and URL Blocking: Advertisers can maintain lists of approved websites (whitelists) where they want their ads to appear. Conversely, they can block specific URLs or domains (blacklists) to avoid association with undesirable sites.
Example Campaign with Brand Safety Targeting:
Suppose you're running a campaign for a family-friendly brand that sells children's toys and games. You want to ensure that your ads only appear on websites and content that are safe and suitable for children and families. Here's how you might use brand safety targeting in DV360 for this campaign:
Step 1: Brand Safety Settings
- In your DV360 campaign setup, navigate to the brand safety settings.
Step 2: Content Categories Exclusion
- Exclude content categories such as "Violence," "Adult Content," and "Hate Speech" to ensure that your ads are not displayed alongside harmful or offensive content.
Step 3: Sensitive Content Exclusion
- Opt to exclude content related to drugs, alcohol, or other sensitive topics to maintain the brand's family-friendly image.
Step 4: Keyword Blocking
- Create a list of keywords or phrases that are not suitable for your brand, such as explicit language or controversial terms. Use DV360's keyword blocking feature to prevent your ads from appearing on pages containing these keywords.
Step 5: Whitelists and Blacklists
- Maintain a whitelist of approved websites, blogs, and forums that are known to be safe and suitable for children and families. Ensure that your ads appear on these trusted sites.
- Maintain a blacklist of websites or domains that you want to avoid. For instance, if there are specific websites with questionable content that you don't want your brand associated with, add them to your blacklist.
By using these brand safety targeting features in DV360, you can run your campaign with confidence, knowing that your ads will be displayed in a safe and brand-appropriate online environment. This protects your brand's reputation and ensures that your messaging reaches the right audience in a context that aligns with your brand values.
